Band 6.5 IELTS Writing Task 2 Model Answer

Overall Band Score: 6.5 · Cambridge IELTS 16 · 2026-08-17

IELTS Writing Task 2 question

In their advertising, businesses nowadays usually emphasise that their products are new in some way. Why is this? Do you think it is a positive or negative development?

Give reasons for your answer and include any relevant examples from your own knowledge or experience.

Student answer (Band 6.5)

In the contemporary world, with rising competitiveness in business, numerous enterprises emphasise that their products are unique compared to others. I firmly believe enterprises do this to attract a larger target audience and maximize their profitability. However, it is a negative development because it compromises customer trust and ensures breakthrough technologies are overlooked.

The primary reason that businesses market their products as new in some way is to attract a larger target audience. If their products can captivate the attention of a large number of people, they can turn a handful of those audiences into their potential customers. Moreover, it also leads to a rapid surge in sales of their products, contributing significantly to their profits. For instance, Apple emphasizes its latest product as different in some way to maximize sales, which inevitably leads to higher profits.

However, it is a negative development because it compromises customers' trust. The public purchases new products hoping for new features and updated software. However, the lack of innovative additions to the product can reduce trust among customers. Another reason is that it leads to actual breakthrough innovations being overlooked. Many innovative products are overlooked by the public due to a lack of proper marketing and advertising campaigns. To illustrate, numerous Huawei devices are unique and innovative, but their sales records are not excellent due to poor marketing and brand image.

To conclude, the reason for this problem is to ensure more customers and sales. I believe it is a negative development due to the fact that it compromises customer trust and ensures innovative technologies are ignored. Ultimately, local authorities should ensure that fake emphasis on a product is strictly banned, and enterprises should be fined if found doing so.

AI examiner evaluation

Task Achievement / Task Response — Band 6.5

The response addresses all parts of the prompt, providing reasons for the business practice and a clear opinion on whether it is positive or negative. The position is consistent throughout. Ideas are relevant, such as the focus on profitability and the impact on consumer trust. However, the development of these ideas is somewhat limited; for instance, the explanation of why 'breakthrough technologies are overlooked' could be more deeply explored with more nuanced reasoning. The conclusion introduces a new, slightly off-topic suggestion regarding local authorities and fines, which was not previously discussed in the body paragraphs. Overall, the response is well-structured and directly answers the prompt.

Coherence and Cohesion — Band 6.5

The essay is logically organized with a clear introduction, body paragraphs, and a conclusion. Each paragraph has a central topic sentence. Cohesive devices are used effectively, such as 'Moreover', 'However', and 'To illustrate', which help guide the reader through the argument. The progression of ideas is clear, moving from the business perspective to the consumer impact. While the transition between the second and third paragraphs is smooth, the final paragraph introduces a new idea about government intervention that feels slightly disconnected from the previous analysis. Paragraphing is used appropriately to separate distinct points.

Lexical Resource — Band 6.0

The vocabulary is generally appropriate and sufficient for the task. The student uses terms like 'contemporary world', 'rising competitiveness', 'maximize their profitability', and 'breakthrough innovations' effectively. There is some repetition of phrases such as 'new in some way' and 'overlooked', which limits the range. While the student attempts to use more sophisticated vocabulary, the range is not particularly wide or varied. The word choices are accurate and do not impede communication, but there is room for more precise, academic synonyms to elevate the tone of the essay.

Grammatical Range and Accuracy — Band 6.5

The student demonstrates a good mix of simple and complex sentence structures. Most sentences are grammatically accurate, and errors are rare and do not interfere with meaning. Examples of complex structures include 'If their products can captivate the attention of a large number of people, they can turn a handful of those audiences into their potential customers.' Punctuation is generally correct. While the range of structures is sufficient, the essay would benefit from a greater variety of complex grammatical forms, such as passive voice or conditional structures, to demonstrate higher-level control.

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